Marketing Strategy →
- 26 Jul 2017
- Cold Call Podcast
The Revolution in Advertising: From Don Draper to Big Data
The Mad Men of advertising are being replaced by data scientists and analysts. In this podcast, marketing professor John Deighton and advertising legend Sir Martin Sorrell discuss the positives and negatives of digital marketing. Open for comment; 0 Comments.
- 26 Jun 2017
- Research & Ideas
How Cellophane Changed the Way We Shop for Food
Research by Ai Hisano exposes cellophane's key role in developing self-service merchandising in American grocery stores, and how its manufacturers tried to control the narrative of how women buy food. Open for comment; 0 Comments.
- 24 May 2017
- Working Paper Summaries
Reinventing the American Wine Industry: Marketing Strategies and the Construction of Wine Culture
Since the 1960s, the United States has seen spectacular growth in wine consumption. This paper explores how businesses reinveted the image of wine. This creation of the new market, like other consumer products, had social and cultural consequences. In the US, wine became a status symbol and a renforcer of social and class divisions.
- 20 Feb 2017
- Research & Ideas
Having No Life is the New Aspirational Lifestyle
It used to be that we equated power and prestige with a leisurely, luxurious lifestyle. Today, lack of leisure time is the real status symbol. Anat Keinan discusses what that means for consumer marketing. Open for comment; 0 Comments.
- 08 Dec 2016
- Cold Call Podcast
How Wayfair Built a Furniture Brand from Scratch
What was once a collection of 240 home furnishing sites is now a single, successful brand, Wayfair.com. How that brand developed over time and the challenges and opportunities presented by search engine marketing are discussed by Thales Teixeira. Open for comment; 0 Comments.
- 16 Nov 2016
- Research & Ideas
Turning One Thousand Customers into One Million
In the second part of a series on growing startups, Thales S. Teixeira explains how Uber, Etsy, and Airbnb climbed from one thousand customers to one million. Open for comment; 0 Comments.
- 09 Nov 2016
- Op-Ed
6 Lessons from Donald Trump's Winning Marketing Manual
Donald Trump's upset election win offers six lessons for marketers looking to beat the odds and overcome powerful competitors, says John A. Quelch. Open for comment; 0 Comments.
- 03 Oct 2016
- Book
Clayton Christensen: The Theory of Jobs To Be Done
Clayton M. Christensen's The Innovator's Dilemma was a classic text on how companies fail. In a new book, Competing Against Luck, Christensen tackles the opposite challenge: how companies succeed. First lesson, discover what job consumers are hiring your product to do. Open for comment; 0 Comments.
- 24 Aug 2016
- Research & Ideas
Behavioral Economists Can Make You a Healthier Consumer and Smarter Marketer
Video What’s behind the decisions we make, especially when it comes to eating well and losing weight? Can companies motivate employees to make healthier decisions? Leslie John discusses "interventions" to help people make better decisions when it comes to their health. Open for comment; 0 Comments.
- 17 Jul 2016
- Working Paper Summaries
More Effective Sports Sponsorship—Combining and Integrating Key Resources and Capabilities of International Sports Events and Their Major Sponsors
This field-based study of the Union of European Football Associations and its main international sporting event, the European Championships, explores key organizational capabilities that underlie value creation and enhancement in an event’s portfolio of sponsorship relationships. Developing and employing these capabilities--collaborative, absorptive, adaptive, and learning--have positive results for the event as well as for its sponsors. When effectively undertaken and coordinated, the activities can lead to ongoing renewals of the sponsorship program and open the door for new sponsors. The study’s perspective is that of the event, unusual in research on sponsorship.
- 07 Jun 2016
- Op-Ed
Can Brand Trump Win a Presidency?
Brand Trump has been used to market hotel rooms, ties, and an airline. Can it be extended to win the presidency? Marketing Professor John A. Quelch wonders if the message (and the messenger) is already growing thin. Open for comment; 0 Comments.
- 21 Mar 2016
- HBS Case
Can Customer Reviews Be 'Managed?'
Consumers increasingly rely on peer reviews on TripAdvisor and other sites to make purchase decisions, so it makes sense that companies have a stake in wanting to shape those opinions. But can they? Thales Teixeira says a good product trumps all. Open for comment; 0 Comments.
- 11 Mar 2016
- Working Paper Summaries
Becoming a Cognitive Referent: Market Creation and Cultural Strategy
Rory McDonald describes the making of a "cognitive referent," which is a firm that customers, the media, analysts, and employees automatically associate with a new market category--think Starbucks and coffee.
- 14 Sep 2015
- Research & Ideas
Rewriting the Rules of Service Competition
What must leaders know and do to deliver breakthrough service? In an excerpt from the new book What Great Service Leaders Know and Do, James Heskett, W. Earl Sasser, and Leonard A. Schlesinger explore the dynamics of the "service trifecta." Open for comment; 0 Comments.
- 22 Jul 2015
- Research & Ideas
Name Your Price. Really.
Is it worthwhile for retailers to experiment with "pay what you want" pricing? Shelle Santana unmasks the surprising logic behind how much customers will pay, and when. One finding: sellers can dramatically change what some buyers are willing to pay. Open for comment; 0 Comments.
- 15 Jul 2015
- Research & Ideas
Amazon Prime Day: The Logic Behind a Retailer’s Made-up Holiday
The company is celebrating its 20th birthday with a sale—a shopping event for its 40 million Prime customers. Sunil Gupta explains what's driving the creation of a Black Friday out of nowhere. Open for comment; 0 Comments.
- 18 May 2015
- Research & Ideas
Advertisers Get Serious About Playing With Their Brands
In social media marketing, companies often try to engage consumers with a playful approach. But play is serious business that can backfire if not done correctly. John Deighton and Leora Kornfeld discuss three "rules of play." Open for comment; 0 Comments.
- 06 May 2015
- What Do You Think?
Are You Ready for Personalized Predictive Analytics?
SUMMING UP The world of predictive analytics and its continuous monitoring of people and things both excites and terrifies Jim Heskett's readers this month. Should we be careful what we wish for? Open for comment; 0 Comments.
- 22 Apr 2015
- Working Paper Summaries
Is No News (Perceived as) Bad News? An Experimental Investigation of Information Disclosure
Truth-in-advertising laws stipulate that companies cannot provide misleading or incorrect information to customers. Even so, businesses typically decide how much or what kind of information to disclose to buyers. When a business chooses not to disclose information, customers must then infer whether no news is good news or bad news. Through a series of experiments, this paper shows that consumers systematically underestimate the extent to which no news is bad news, and sellers take advantage of this by strategically withholding unfavorable information. Closed for comment; 0 Comments.
Does Le Pliage Help or Hurt the Longchamp Luxury Brand?
Longchamp's iconic but affordable Le Pliage bag is a conundrum for the company, explains Jill Avery in this podcast. Does an affordable luxury product work against the top-tier brand? Open for comment; 0 Comments.